‘Dumb Ways to Die’ Campaign Becomes Internet Hit

If you wouldn’t “use your private parts as piranha bait” or “eat a two week old, unrefrigerated pie”, then it might go without saying that you wouldn’t put your life in risk around public transport, but maybe not.

Advertising agency McCann and Melbourne Metro have teamed up to produce a catchy public service announcement encouraging people to remain safe around trains, particularly under 25’s.

The ‘Dumb Ways to Die’ YouTube clip featuring a variety of animated characters that die in dumb ways, hopes to remind people to use caution and common sense for their own safety.

Creative executive director of McCann, John Mescall said “the aim of this campaign is to engage an audience that really doesn’t want to hear any kind of safety message, and we think dumb ways to die will.”

And that is has, with almost 12.5 million views the song has become popular in several Asian countries including Taiwan, Vietnam and Singapore and is available for download from iTunes.

Metro Trains’ Leah Waymark says the campaign was inspired by staff concerns about public safety.

“All our staff were talking to us and complaining about some of the dumb behaviour people exhibit out on our networks,” she said.

In the midst of the entertainment, however, it’s important that people remain vigilant and remember the intended message: “Be safe around trains, message from Metro”.

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